The relation between business orientation towards sustainability and innovation practices An analysis of alignment from two Swedish firms

Abstract

This study explores the current level of alignment between sustainability and innovation efforts in companies and identifies development potentials for companies to enhance the alignment. Based on the analysis made with two case companies selected, it is found out that sustainability and innovation are indeed two important phenomena that companies invest in. They orient their businesses towards sustainability by including it in their mission, purpose, strategy, and work on their innovation practices heavily. While these two phenomena play big roles in their identities, the alignment between the two and the coordination of their activities are not very common. Based on the analysis made on two case companies, it is found out that initiatives for sustainability and innovation should be cooperated better through organizational change such as creating a role responsible for alignment or merging the departments of innovation and sustainability.